KMAX Branding Opportunity Takes Flight in Sacramento

'Good Day Sacramento' shop promotes local CW affiliate

An airport security line is one of the least pleasant places
in the world to be. But for Kevin Walsh, vice president and
general manager of KOVR-KMAX Sacramento, there’s at least
one positive to being prodded by
TSA wands at Sacramento International
Airport: Just past security is the
Good Day Sacramento shop, prominently
showcasing the branding
of KMAX’s morning program.

KMAX and newsstand chain
Paradies are approaching the sixmonth
mark of a unique partnership
that spawned the shop, which has
the program’s branding all over it. A
video screen airs the morning show,
and branded tchotchkes—such as Tshirts
and coffee mugs—are sold as
well. “We see it as a great win for us,”
says Walsh. “It’s a corner newsstand
that you see when you come through
security. It’s got great visibility.”

The partnership came to be, says
Walsh, because Atlanta-based Paradies
was looking for a Sacramento partner,
and a local icon, with which to brand the store. The airport’s Terminal B
already featured a CNBC News store, but Walsh says Good Day’s local cred
made it attractive to Paradies. (Paradies did not return calls for comment.)

CBS owns KOVR and CW affiliate KMAX in DMA No. 20. Good Day,
a mix of news, information and community-based features, fills 35½
hours a week, airing from 4:30 to 10 weekdays and 6 to 10 on weekends.
Hearst Television’s market-leading KCRA won the 6 a.m. ratings
battle in February, its 5.4 household rating/24 share ahead of KOVR’s
1.3/6 and KMAX’s 1.2/6. But when ABC, CBS and NBC go to network
shows at 7 a.m., KMAX picks up viewers. Its 1.7 rating/6 share from
7-9 a.m. bested the 1.4/5 posted by KCRA sister KQCA.

Walsh calls the show a local institution. “Almost anybody you talk
to [in Sacramento] knows Good Day,” he says.

KMAX is not the first TV outlet to align with a retail partner. Paradies
and cable net CNBC team up on 45
airport shops, including those at
New York’s JFK, Hartsfield-Jackson
in Atlanta and Dulles near Washington,
D.C. Fox News Channel also
has a retail presence, including a
store at the Dallas-Ft. Worth airport.

KCRA aired its noon news out of
Sacramento’s Arden Fair Mall for almost five years, until the “KCRA 3 Experience”
ended in 2008. KCRA news
director Anzio Williams calls it “a
marketing and interactive experience
that gave viewers a chance to see live
newscasts, talk to our news anchors
and record their own news segments.”

Because the Good Day shop is situated
past the security barriers, KMAX
cannot broadcast live from the airport.

Williams discounts any competitive
advantage garnered from Good
’s storefront. “The ratings don’t lie,” he says. “Since the airport store
opened, KCRA 3 morning ratings have continued to grow.”

There’s no licensing fee involved in the KMAX-Paradies arrangement.
The shop will bear the Good Day brand, and sell its wares, as long as
both parties continue to gain from the deal. “As long as they’re happy
with us and we’re happy with them, it’ll be a long-standing relationship,”
says Walsh. “It’s a great way to promote our brand in a unique
and different way.”

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